News Byte: Dairy Queen Aims to Get Closer to Customers

Dairy Queen (DQ), a nationwide chain serving frosty treats and fast food, will launch in Q4 of this year a pilot for a branded iOS and Android application. Though DQ already has an official app that offers store locations and discounts, the new app—developed and powered by Mozido and which will replace the old app if successful—enables location-targeted mobile promotions and loyalty rewards.

These new features are designed to allow DQ franchises to develop store-level marketing campaigns. This is consistent with DQ's recent focus on driving in-store traffic through relevant offers. For instance, in a recent campaign, DQ emailed hyper-customized deals that were designed to send loyalty program members to locations during the frosty and ice cream-unfriendly month of January.

DQ's upcoming mobile pilot is yet another tool to get customers into its store. The mobile app will initially launch in “select regions” in North America (a DQ spokesperson didn't specify further), DQ will assess client adoption, satisfaction, feedback on features, and improvement in store operations. The app is also designed to allow customers to pay or redeem promotions at DQ point-of-sale (POS) kiosks. The commercial launch is projected for 2014.

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